MME15 Engagement Marketing Track Agenda

Version 6

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    WEDNESDAY, 18 NOVEMBER12:00 –12:45Content in context: Creating meaningful engagementsChris Moody, Dir. Content & Social Marketing, OMCGerry Brown, Senior Analyst, Customer Engagement, OvumToday’s marketers often struggle to create meaningful engagements with content in context across customer interaction channels. It is not enough to just know the audience. Marketers must also be able to provide them with relevant material at the appropriate time in their buyer’s journey through their channel of preference. Learn what will be covered through the sessions in the Engagement Marketing track and hear from organizations that are driving conversions and revenue through increased customer engagement. Find out how technology and strategy combine to deliver the information you need as marketers to be successful.PALACESUITEEngagement Marketing
    WEDNESDAY, 18 NOVEMBER14:00 –14:45Gold Sponsor Swrve: Beyond marketing –it’s about the first screen experienceMartin Doettling, CMO, SwrveIt’s been said many times over: Mobile is eating the world. As a result the digital customer journey as we know it is not only outdated, perhaps it has become utterly irrelevant. In a world where consumers check their smartphones on average 150 a day (for many, 200 times a day seems more likely), and where almost 90% of consumers admit that they have their smartphones at their side day and night, perhaps it’s time for brands to re-think and to re-imagine the customer journey and brand experience. Mobile moments are not only real and expected. For consumers, mobile today is in fact the first screen.THAMESSUITEEngagement Marketing
    WEDNESDAY, 18 NOVEMBER14:00 –14:45Standard Life: Embedding CRO in big organizationsMickael Paris, Head of Customer and Digital Marketing, Standard LifeCapturing your audience’s attention is easy, but keeping them engaged and converting their interest into business is a massive challenge. That’s where conversion rate optimisation (CRO) comes in. Instead of spending thousands of pounds doubling the traffic to your website, marketers can spend very little (in comparison) by focusing on CRO to increase conversions from your existing visitors. This is exactly what Standard Live did by encourage customers to take action on its webpages. If you are new to conversion rate optimisation or you want to change your operating model, then join this session with Mickael Paris, Head of Digital Marketing, Customer and Digital Marketing at Standard Life. Mickael will explain how to introduce CRO into your marketing mix, sharing Standard Life’s top tips for success.PARK SUITEEngagement Marketing
    WEDNESDAY, 18 NOVEMBER15:00 –15:45BT & Kenya Airways: How BT Business and Kenya Airways are accelerating to marketing sophisticationKristoff Copmans, Technology Innovation Manager, BT Business UKHarriet Luyai, Marketing Automation Lead, Kenya AirwaysVirginie Croiset, Dir. Sales Consulting, Western Europe, OMCAbdul Hamid Ebrahaim, Mktg. Advisor, OMCKnowledgeable customers, intense competition, shorter product cycles, the higher cost of tracking false leads, and the convergence of information are all pushing brands to modernise their marketing journeys. If you are thinking about how to improve your modern marketing journey, then join this session to hear how Kenya Airways and BT Business have achieved more sophisticated marketing. Kenya Airways and BT Business will share their stories about how the Oracle Marketing Cloud Success Programme helped them to determine the best course of marketing action, what results they gained from their efforts, and what lessons they learned along the way.PARK SUITEEngagement Marketing
    THURSDAY, 19 NOVEMBER09:00 –09:45VocaLink: Going international: How to connect with customers and prospects around the worldCara O’Nions, Marketing and Customer Insight Director, VocaLinkWhen scaling your business internationally, adapting to local needs and considering regional interests really pays off. This is certainly the case for VocaLink, a unique company at the beating heart of world payments. Although all of VocaLink’s services are technology based, the company’s success is also founded on a specialist market knowledge, immense practical experience, and steadfast reliability. In this session, Cara O'Nions, Marketing and Customer Insight Director, will explain how VocaLink initiated a fresh marketing approach to increase brand awareness in global markets, attract new customers, promote new mobile payment services, and ultimately implement a consistent, integrated marketing approach across the company.PARK SUITEEngagement Marketing
    THURSDAY, 19 NOVEMBER10:00 –10:45Coloplast: Addressing patient management in a digital worldJayme Hanson, Global Head of Consumer Loyalty, ColoplastChristina Rind Helsbro, COO, Senior Partner, MagnetixJoin Jayme Hanson for a drop in surgery to understand how Coloplast Care has implemented a personalised omni-channel patient support programme for catheter users. Patient care and support needs to be unique to each individual’s requirements and preferences. Through its partnership with Oracle Marketing Suite, Coloplast’s care for intermittent catheter users has drastically improved engagement levels well above industry averages. Jayme’s talk will equip attendees with the knowledge to make use of all tools in their marketing first-aid kit in order to implement a life-changing personalised omni-channel programme.PARK SUITEEngagement Marketing
    THURSDAY, 19 NOVEMBER14:00 –14:45Beyond noise: Developing an effective content marketing strategyKaila Garrison, Sr. Manager, Product Marketing, OMC;Nard Linders, Sr. Sales Consultant, Oracle Marketing CloudToday's CMOs are finding themselves in a difficult spot: stuck between wanting to become a data-driven organization and managing customer interactions happening every second across a variety of digital channels. Marketing teams just cannot keep up. The result? A lot of wasted content that is not personalized for the consumer.
    In this session, you will:
    •Learn how to develop an effective marketing strategy that starts with personas mapped to each stage of the buyer's journey.
    •Why an editorial calendar is a fundamental piece of a successful strategy.
    •How analytics properly attributed to content makes the marketer's job easier.
    PARK SUITEEngagement Marketing
    THURSDAY, 19 NOVEMBER15:00 –15:45Travel Republic: Our first year in CRMPoonam Lolay, Global CRM Manager, Travel RepublicJon Stanesby, Strategic Services Dir., EMEA, Oracle Marketing CloudCustomer Relationship Management (CRM) is a very powerful tool—one that empowers salespeople to better engage with customers—provided that it operates within the framework of a customer-centric strategy. The problem is that many marketers are hesitant to kick-start a CRM strategy due to anxieties about the scale of the exercise. Travel Republic can put this myth to rest. Partnering with Oracle Marketing Cloud, the travel booking company introduced CRM to the organisation with speed and efficiency. Using technology to organise, automate, and synchronise sales, marketing, and technical support, Travel Republic has truly taken on the culture of the consumer by serving audiences effectively to power revenue performance.
    In this talk, you will:
    •Discover how to introduce CRM to an organisation effectively.
    •Create better alignment between IT and marketing departments.
    •Shift mindsets across the organisation.
    •Introduce a more strategic and commercial marketing focus.
    PARK SUITEEngagement Marketing